Premium brassica brand Tenderstem has announced a new partnership with chef and cookbook writer Meera Sodha.
Sodha is well known for her popular cookbooksMade in India, which became a top 10 bestseller, andFresh India, which was votedObserver Food Monthly’sBest New Cookbook in 2017. She also writes a regular column,The New Vegan, forThe Guardian.
This year has seen Tenderstem undertake a wide-reaching marketing campaign under the tag line “make every dish a little adventure”, encouraging consumers to be adventurous when cooking the Chinese kale-broccoli hybrid.
Sodha has created three recipes for the brand, each using Tenderstem as a key ingredient and drawing upon her upbringing by Ugandan Indian parents in a household where Gujarati cuisine inspired her love for cooking at a young age. The campaign was photographed by leading food photographer, David Loftus.
Theresa Richards, marketing manager at Tenderstem, said: “It’s really exciting to be teaming up with Meera Sodha this year. Meera is a huge champion of cooking with vegetables which is why she perfectly complements the Tenderstem brand.
“Creating amazing dishes with vegetables – whether they’re accompanied by meat or not – is certainly a recurring element in Meera’s work. We’re confident this will resonate with the Tenderstem shopper. Whether you’re vegan, vegetarian or a meat-eater, Tenderstem is a delicious starting point for a simple yet tasty recipe.”
The partnership will see the brand hold a cook-along event with Sodha, where food writers and influencers will try their hand at her newly-developed Tenderstem recipes.
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